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There’s more than enough data and analysis on how consumer expectations regarding shopping experiences have evolved, but many retailers also have another set of customers: other businesses.
New survey data from BigCommerce reveals that B2B e-commerce trends are largely falling in line with consumer trends, particularly when it comes to wanting mobile-friendly websites, transparency, and a seamless checkout experience.
- Nearly three-quarters of respondents (74%) said they buy products using online platforms.
- A majority (65%) use search engines to find those products, and 42% specifically pointed to online marketplaces as discovery hubs.
“B2B merchants need to have a strong online presence and offer a seamless omnichannel shopping experience to keep buyers loyal and converting—or risk losing market share,” Lance Owide, general manager of B2B at BigCommerce, said in a statement.
When shopping online, the main obstacles for B2B buyers include incorrect pricing and shipping costs (40%), slow websites (29%), and bad customer support (28%).
- And just like with everyday consumers, B2B buyers will abandon their shopping carts for a number of reasons, including technical issues (31%), a lack of a secure checkout (23%), and shipping and delivery (17%).
BigCommerce suggests making the checkout process as simple as possible, potentially just leaving it to one page or allowing buyers to save their carts and return to them later.
“Buyers are bringing their expectations from the DTC space and expecting the same from B2B merchants,” the report reads. “If you’re not meeting your buyers’ most basic needs, chances are they can—and will—get a better experience elsewhere.”